Thinking

From brief to campaign—the creative process

A thoroughly researched, strategy-backed and informative campaign brief leads to creativity unfettered. As with all other creative endeavors, the creative…

Get the most out of your brand creative—Know your strategy and broaden perspectives

A brand’s creative relies on its strategy. And much like strategy, creative is rooted in research (e.g., audience, competitors). This…

Mastering the Brand to Demand Funnel & Solving Its Challenges – Gravity’s Not Enough

The brand to demand funnel is visually deceptive. Given everyone’s familiarity with the shape and how funnels work in real…

The almighty campaign brief (and how to make one)

The one element shared by every phenomenal marketing campaign—regardless of how it delivers an impactful, resonant and memorable engagement—is a…

How to Activate Your Brand Believers

Building your brand believer profile is an exercise in understanding your ideal customer (and employee) audience’s psychographics—or the traits, values…

How to Create a Powerful Brand Mascot Strategy

Mascots play an integral part in bringing many brands to life—from adding humor to campaigns (e.g., most kids’ breakfast cereals)…